Campaign details
Brand: Eaton Power QualityAgency: Jack MortonMarket: United States
Business challenges and campaign objectives
Due to largely passive products, power management is a commoditized and undifferentiated category. Even those who do know of Eaton’s products are only in the market for them once every three to five years, so sales opportunities are limited.
Eaton’s engagement needed to seize the attention of time-strapped IT professionals, demonstrate superior understanding of its audience and persuade a skeptical audience, all while being outspent and outproduced by competitors. This necessitated an approach that left no question that Eaton is...